Trade Show MarketingThink back to the last time you explored the trade show floor. Chances are, you noticed exhibitors giving away promotional items that seemed ineffective given their products, company brand, or marketing message. This is a common mistake exhibitors make when they fail to use trade show giveaways as a supplemental component of their trade show marketing strategy.

Effective trade show giveaways increase attendees’ awareness of your brand and products. They draw visitors to your booth, paving the way for your staff to qualify them as leads. The right promotional products can create a positive first impression, helping you build goodwill in the process. Most importantly, they keep your company’s name in front of your leads and customers long after the convention hall’s lights are turned off.

Before selecting the trade show giveaways you’ll offer to your booth visitors, ask yourself the following four questions:

#1 – What Is The Purpose Of Your Giveaways?

Different promotional items are better suited than others to fulfill specific objectives. For example, portable alarm clocks, pens, and coffee mugs provide ongoing convenience for your booth visitors while they’re on the road. On the other hand, if your goal is to use trade show giveaways to educate attendees and position your company as an industry authority, booklets may be more appropriate. If long-term promotion of your company and products is your objective, a wall calendar or desk organizer can prove invaluable.

#2 – Who Should Receive Your Promotional Items?

Ideally, you should plan to offer some type of trade show giveaway to each person who visits your exhibit. Even small, inexpensive items that attendees carry with them during and after the trade show can provide enormous advertising value.

Consider investing in a few different promotional products for customers, leads, and general booth visitors. For example, your customers can receive high-quality stainless steel thermoses while leads can be given sturdy coffee mugs. Other booth visitors can receive inexpensive flash memory drives or t-shirts. All of these items can be imprinted with your company logo and phone number.

#3 – Can Your Giveaways Complement Your Products?

Try to select trade show giveaways that tie in with your industry and your company’s products. If you serve the automotive industry, tire gauges and key rings work well and offer long-term value for your booth visitors. If your company manufactures products for the health care industry, consider giving away customized first aid kits and emergency reference guides. Promotional items that complement your products are easier to dovetail with your company’s industry-focused marketing message.

#4 – What Is Your Trade Show Marketing Budget?

The price you’ll pay for trade show giveaways can range from a few cents to $100 (or more) per item. The key is to select products that offer the most advertising value for every dollar spent. Remember, this is an investment in your long-term success. While you’re limited by your budget, realize that the right trade show giveaways can deliver promotional value for years.

Most exhibitors choose the items they give attendees almost as a second thought. Take a methodical approach. Ask yourself the four questions above to help you select promotional products that deliver the most value for your money.

About the author:

Jonathan Edelman provides helpful advice about trade show strategies. With years of experience in the trenches, he is an expert on booth displays, follow up techniques, and using trade show marketing strategies to boost revenue.



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